This sample China Social Campaign Report shows you an excerpt of Coke's successful Musicon China social media campaign. It deep dives into Coke's mobile and key influencer strategies used to better penetrate the China market.

1. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
©
2014
RESONANCE
CHINA
ALL
RIGHTS
RESERVED
S O C I A L C A M PA I G N R E P O R T
C H I N A !

2. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
REPORT SAMPLE PREVIEW
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Get
the
full
version
online:
hIp://www.resonancechina.com/china-­‐social-­‐branding-­‐report/

3. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
Welcome to the China Social
Campaign Report.
ABOUT
THE
CSCR
MarkeUng
campaigns
in
China
provide
a
unique
opportunity
to
observe
brands
acUvaUng
and
integraUng
their
digital
and
social
channels.
Whether
in
service
of
a
new
product
launch,
brand
heritage
exhibiUon,
or
seasonal
sales
promoUon,
campaigns
reveal
each
brand’s
blueprint
to
creaUng
buzz,
engaging
fans,
and
driving
conversion.
LEARNING
FROM
EXAMPLE
These
reports
will
take
a
deep
dive
into
the
strategy
and
mechanics
behind
the
stages
of
each
campaign.
At
this
level
of
detail,
we’ll
learn
just
exactly
how
marketers
integrate
the
properUes
of
each
digital
asset
in
combinaUon
with
offline
acUviUes
and
KOL
influence
to
achieve
their
objecUves.
ASK
US
ANYTHING
This
report
will
open
the
door
to
deeper
quesUons.
For
this
purpose,
we’ve
created
a
subscriber
forum
at
resonancechina.com/answers
where
readers
can
ask
us
anything
from
the
report.
We’ll
have
our
researchers
and
strategists
moderaUng
the
forums
and
ready
to
answer
any
quesUons
asked
with
professional
experience
and
addiUonal
supplemental
research
when
required.
ABOUT
RESONANCE
Created
in
2009,
Resonance
is
a
preferred
China
social
media
and
branding
agency,
with
a
specific
focus
on
fashion,
luxury,
and
lifestyle
brands;
headquartered
in
Shanghai,
China.
To
find
out
more,
visit
us
at
resonancechina.com
ABOUT
CSCR
KEY
TAKEAWAYS
CAMPAIGN
QUESTIONS
CONTACT
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A
QUESTION?
ASK:
RESONANCECHINA.COM/ANSWERS

4. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
1 2
Coca-Cola uses Lyric Bottle
QR codes to promote sharing
of musicons through a mobile
campaign site.
1.
CAMPAIGN
MOBILE
SITE
Scanning
a
Lyric
BoIle
QR
code
with
WeChat
opens
a
mobile-­‐opUmized
site
that
plays
the
musicon
for
the
associated
lyrics.
These
videos
are
typically
ten
seconds
in
length
and
include
audio
of
the
song
lyric
with
creaUve
animaUons.
The
tabs
on
the
page
link
to
sharing
instrucUons,
a
longer
snippet
of
the
song,
and
a
link
to
the
campaign
microsite.
2.
SHARING
INSTRUCTIONS
Due
to
the
lack
of
intuiUve
sharing
between
mobile
minisites
and
WeChat,
Coca-­‐Cola
follows
common
pracUce
for
many
brands
in
laying
out
the
steps
for
sharing
the
musicon
with
contacts
or
on
the
Moments
feed.
TEASER
LAUNCH
SUSTAINED

5. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
1 32
林俊杰 | JJ Lin
Singer:
24,059,277
Followers
汪东城TD | San Yan Jiro
Musician:
11,621,944
Followers
周杰伦微资讯⺴⽹网 | Jay Chou News
Fan
Club:
177,871
Followers
月之海| Anderson Jiang
Fashion
Blogger:
228,041
Followers
靳⽻羽⻄西 | Jin Yu Xi
Beauty
Entrepreneur:
1,421,396
Followers
TEASER
LAUNCH
SUSTAINED
KOL posts boost buzz for
Lyric Bottles and encourage
sharing on social media.
1.
CELEBRITY
POSTS
Coca-­‐Cola
sent
customized
Lyric
BoIles
to
major
China
celebriUes
and
retweeted
photos
that
they
took
posing
with
boIles,
inspiring
their
followers
to
post
photos
with
their
own
favorite
boIles.
Celebrity
KOLs:
12
Engagement
Generated:
124,325
2.
INFLUENCER
POSTS
Influencers
also
received
Lyric
BoIles
customized
with
their
names,
and
posted
images
to
their
Weibo,
building
awareness
among
their
fans.
Influencer
KOLs:
9
Engagement
Generated:
3,551
3.
FAN
CLUBS
&
AGGREGATORS
Fan
clubs
provided
a
significant
boost
in
Lyric
BoIle
content
engagement,
specifically
in
support
of
campaign
ambassadors
Jay
Chou
and
Mayday.
Large
aggregator
accounts
also
retweeted
brand
content
that
captured
trending
topics
and
popular
senUment.
Fan
Club
&
Aggregator
KOLs:
17
Engagement
Generated:
3,655
星座与心理 | Zodiac News
Horoscope
Aggregator:
10,230,307
Followers
*KOL
data
accurate
as
of
September
30,
2014

6. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
HAVE
A
QUESTION?
ASK:
RESONANCECHINA.COM/ANSWERS
Have More Questions?
We’ve Got Answers Online.
ABOUT
CSCR
KEY
TAKEAWAYS
CAMPAIGN
QUESTIONS
CONTACT
ASK
US
QUESTIONS
IN
THE
FORUMS
Digital
in
China
can
be
complex,
and
there
are
always
quesUons
that
this
report
cannot
answer.
For
this
reason
we’ve
created
a
Q&A
forum
where
you
can
log
in
and
ask
us
any
quesUon
from
this
report,
and
our
staff
of
consultants
will
get
back
to
you
with
answers
within
48
hours.
YOUR
PERSONAL
CONSULTANT
Our
consultants
are
made
up
of
our
research
and
strategy
teams,
who
have
access
to
Resonance’s
community
managers.
Everyone
on
the
forums
has
pracUcal
experience
running
social,
digital
campaigns
in
China
and
are
the
most
qualified
to
help
answer
your
quesUons.
Ask
any
unanswered
ques@ons
in
the
CSBR
forums!

7. COCA-­‐COLA
LYRIC
BOTTLE
CHINA
SOCIAL
CAMPAIGN
REPORT
谢谢
CONTACT
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